Peaches Geldof loses contract as the face of U.K. lingerie brand Ultimo since she is no longer a positive role model that young women can aspire to after her nude pictures leaked.

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British socialite and magazine columnist Peaches Geldof has been axed as the face of a U.K. lingerie brand after naked pictures of her were leaked online. Saucy snaps of Bob Geldof's wildchild daughter hit cyberspace last week. In one shot she's fully nude on a bed with her legs in the air, while she reveals her breasts, wearing just a pair of pants, in another.

The pictures were posted by a man who claims to have enjoyed a one-night stand with Geldof in Los Angeles in November 2009. He also alleges the pair went on to share a night of sex and drugs. The 21-year-old's lawyer has slammed the claims, stating "The allegations that our client was carrying and injecting heroin are denied."

But despite the denials, the allegations have cost Geldof her lucrative contract with Ultimo. The star fronted their Miss Ultimo campaign at U.K. department store Debenhams - but bosses have cut ties with Geldof amid concerns she is no longer a "positive role model".

A company spokesperson tells Britain's The Sun, "We have been in meetings all morning with regards to the stories that have surfaced over the weekend about Peaches and unfortunately we have no option but to terminate her contract."

"Miss Ultimo is a brand geared towards a young female audience and, as a company, we have a social responsibility to ensure we are promoting only positive role models that young women can aspire to. We are thus in the process of removing Peaches from the website and we are working with Debenhams to remove her visuals from all Miss Ultimo shops and window displays throughout the U.K."